Creating effective digital signage in-store
No doubt any smart business owner or marketing department is, or has considered creating a better shopping experience within their retail chain. Another important consideration is the effective use of digital signage in-store. No matter what way you look at, the fact is – time is money! Whether it’s your customers money or your companies bottom-line.
But we’re probably not telling you anything you don’t already know. But just having signage setup within your in-store retail environment is simply not enough – or at least not the best way to utilise your costly but necessary digital investment.
Five key ways to improve the in-store digital experience.
Mark McDermott from a London based media software company gave some rather useful insights into the best ways of putting your digital signage to work. Here are 5 important things to consider:
1. Product profiling
Some of the factors which go into making a happy buying decision include price, future usage and comparison with similar products. With the right content, your in-store digital signage displays can all contribute to helping customers make a decision they won’t regret.
Use your digital screens to show customers the product out in a real-world environment. Give them a clear visual indication of what the benefits will look like if they purchase that product. Using your screen content to show this gives customers all of the information they need in order to make a sensible purchasing decision, based on future visualisations of the product.
2. Customer service
Sales staff are expensive and can often struggle to fulfil all of the tasks required of them – they’re only one person after all. But doubling up your digital screens as additional sales personnel will save you time and money. All whilst improving the customer journey and helping them gain access to the information they need – fast.
3. Price comparison
Consumers no longer accept the first price they see. Instead, shop floors are locked in a constant price war with other stores, on- or offline, who sell the same product. This is the current retail climate for the mobile-savvy consumer who often can find better pricing and deals at their fingertips, even while shopping within a physical store. So make sure your customer is aware that they’ll have to go a long way to finding a better deal ‘outside’ of your store.
4. Tailored experience
A sales clerk would naturally know the right thing to say to a customer. Whether it’s a greeting, or a comment about the weather outside. Screens that can do the same will awe your customers as they walk through the doors. With most modern-day digital signage content management systems, you can change and edit content any time you like. Setting up specific playlists and schedules that suit weekends vs weekdays and evening vs morning will help customers to get a more tailored experience.
5. Creating a connection
Customers who connect with you on more than one level are more likely to buy, remember your products and want to come back in the future. Your in-store signage screens can be the vehicle through which to make that happen. Employ them as the anchor between your on- and offline communications. By creating digital touchpoints within a physical store, you are ticking each brand touchpoint and giving your customers a multitude of ways to stay in touch.
Once store owners realise the power they have at their disposal, through a network of physical screens, digital signage becomes less about advertising and more about improving the customer experience. Offering value to customers through digital screens allows them to become another point of connection, another way to help the customer finalise the journey they wish to take. Now imagine how much more value that might bring to both you and your customers, using something you should already have in your store.
This informative story was available via the Insider Trends online publication. We highly recommend this site for useful Retail trends and research information.